BrightonSEO April Deck

1. SLIDESHARE.NET/HanaBednarova1 The Killer Outreach Email That Gets Opened, Replied to And Mainly Gains Links Hana Bednarova // Bednar Communications // @Miss_HanaB

2. Contacting Journalists BrightonSEO April 2019 @Miss_HanaB

3. It used to be much easier to get them on the phone BrightonSEO April 2019 @Miss_HanaB

4. But nowadays it’s almost impossible

5. Many journalists highlight they’d like to be contacted via email BrightonSEO April 2019 @Miss_HanaB

6. But it can be difficult to get noticed BrightonSEO April 2019 @Miss_HanaB

7. It’s all about the relationships BrightonSEO April 2019 @Miss_HanaB

8. And to create relationships we need to have personal approach BrightonSEO April 2019 @Miss_HanaB

9. Learning every day BrightonSEO April 2019 @Miss_HanaB

10. There are some impressive emails I sent out BrightonSEO April 2019 @Miss_HanaB

11. And to avoid awkward moments - we need to do a lot of research BrightonSEO April 2019 @Miss_HanaB

12. Research will allow us to apply the best approach and send tailored emails to each of our contacts BrightonSEO April 2019 @Miss_HanaB

13. In other words – don’t use template! Dear [Name] BrightonSEO April 2019 @Miss_HanaB

14. There is a lot of it!... BrightonSEO April 2019 @Miss_HanaB

15. BrightonSEO April 2019 @Miss_HanaB

16. We all know it’s a template… BrightonSEO April 2019 @Miss_HanaB

22. We should use them for an inspiration BrightonSEO April 2019 @Miss_HanaB

23. So, if we do that … BrightonSEO April 2019 @Miss_HanaB

24. 1. Making it personal BrightonSEO April 2019 @Miss_HanaB

25. It’s not just about getting the journalist’s name right, but making it relevant to them, their publication and mainly their readers. BrightonSEO April 2019 @Miss_HanaB

26. Autocorrect is a bit of d*ck … •Hanah •Ha •Haha •Hans •Hannibal BrightonSEO April 2019 @Miss_HanaB

27. 2. Reading journalists articles is essential BrightonSEO April 2019 @Miss_HanaB

28. But that doesn’t mean .. BrightonSEO April 2019 @Miss_HanaB

29. If the already wrote similar article – why would they cover it again? BrightonSEO April 2019 @Miss_HanaB

31. Unless BrightonSEO April 2019 @Miss_HanaB

32. 3. It’s not about topic but sector and readers! BrightonSEO April 2019 @Miss_HanaB

33. You wrote about menopause Your readers are women aged 45+ and high earners… BrightonSEO April 2019 @Miss_HanaB

34. Media Kit BrightonSEO April 2019 @Miss_HanaB

35. Media Kit BrightonSEO April 2019 @Miss_HanaB

36. YouGov Profiles Source The Guardian https://www.theguardian.com/media/yougov-polling-blog/2014/nov/18/yougov-profiles-the- nations-newspaper-readers https://yougov.co.uk/soluti ons/syndicated/profiles

37. Facebook Insights Daily Mail BrightonSEO April 2019 @Miss_HanaB

40. You wrote about menopause Your readers are women aged 45+ and high earners… BrightonSEO April 2019 @Miss_HanaB

41. Unless you want to suggest an addition/edit BrightonSEO April 2019 @Miss_HanaB

42. BrightonSEO April 2019 @Miss_HanaB Letting them know what article you are talking about

45. It’s about testing, experimenting and understanding BrightonSEO April 2019 @Miss_HanaB

46. Which publications like what, which journalists prefer what .. BrightonSEO April 2019 @Miss_HanaB

47. Which publications like what, which journalists prefer what .. BrightonSEO April 2019 @Miss_HanaB

48. 4. Take notes! And remember! -Wants exclusives -Needs case studies -Doesn’t do research -Niche audience -Likes all info in a Dropbox file -Wants embargoed stories BrightonSEO April 2019 @Miss_HanaB

49. Top tips for your outreach email BrightonSEO April 2019 @Miss_HanaB

50. To get our email opened … BrightonSEO April 2019 @Miss_HanaB

51. Subject Line BrightonSEO April 2019 @Miss_HanaB

52. Tell them exactly what you are offering Map Visual Survey/Research Interactive Infographic Comment Story Idea BrightonSEO April 2019 @Miss_HanaB

53. Here is a bad example

54. And it was template …

55. Adapt your subject line to the publication’s style BrightonSEO April 2019 @Miss_HanaB

59. To make sure it’s read BrightonSEO April 2019 @Miss_HanaB

60. First paragraph – just get to the point Who/what Where When how and why BrightonSEO April 2019 @Miss_HanaB

61. BrightonSEO April 2019 @Miss_HanaB Every article has ‘who, what, where, when, how and why’

64. Then move onto More about the content, methodology, and what else you can offer. BrightonSEO April 2019 @Miss_HanaB

65. Focus on what has been created, why, how it works, what it gives to their READERS. BrightonSEO April 2019 @Miss_HanaB

66. Impress the READERS not only JOURNALISTS BrightonSEO April 2019 @Miss_HanaB

67. Next step Press Release/Supporting copy/visual in the body of the email BrightonSEO April 2019 @Miss_HanaB

68. Notes to editors More about your company/client – this is where you can share all information, history, values, marketing messages BrightonSEO April 2019 @Miss_HanaB

69. YOUR contact details BrightonSEO April 2019 @Miss_HanaB

70. To get a reply … BrightonSEO April 2019 @Miss_HanaB

71. BrightonSEO April 2019 @Miss_HanaB Tell them what extra you can offer and ask relevant questions

74. Follow Up BrightonSEO April 2019 @Miss_HanaB

76. Make sure they know what else you can offer, or use it for a follow up email! BrightonSEO April 2019 @Miss_HanaB

77. Make sure they know what else you can offer, or use it for a follow up email! BrightonSEO April 2019 @Miss_HanaB

78. And gain links … BrightonSEO April 2019 @Miss_HanaB

79. Show them where more data/the linkable asset is And tell them why their readers will benefit from it BrightonSEO April 2019 @Miss_HanaB

80. It’s about experimenting, learning and understanding what journalists and publications you are targeting want. BrightonSEO April 2019 @Miss_HanaB

81. You are creating those relationships and you know the most what makes them tick. Use it! BrightonSEO April 2019 @Miss_HanaB

82. BrightonSEO April 2019 @Miss_HanaB Thank you!

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